Lead Generation Tips – Understand How A Prospect Sees Value

June 27th, 2013

Normally, you would only view your financial lead generation strategy as way to present your financial planning business as a really high value service. However, many prospects see values in other parties apart from just the people serving them. So instead, why not plan your lead generation campaign with the goal of how far their definitions of value go? One Forbes article cites Warren Buffett as proof that value could mean a lot of things in financial planning.

Broadening Your Lead Generation Campaign’s Understanding Of Value

“To Buffett all investing is about value. Assessing a company’s growth prospects is simply one part of gauging value.”

The above quote says it all. If you want your lead generation strategy to get you financial planning clients, it is their means of gauging value that you should look at (not just the value they place on businesses in your industry). In fact, it can even be argued that the quote does not just apply to investing. The core concept is that value can go beyond just one indicator of it (just as qualified financial planning leads require more information to indicate quality):

Know indicator from separate value – As the quote already assesses, sometimes what you think of as value is only an indicator of value. Your lead generation strategy can tell this difference by asking if whether or not something is the end-all for them. If they think it is just the part of how they understand your value presented by your lead generation campaign then you need to show value as a whole.

See how different values add up – Values too can still add up despite their independence (or otherwise they are just indicators). It is like your lead generation strategy is stacking up different mattresses. Each one is as beautiful as the next but they are still mattresses. They are not like indicators (which can be like puzzle pieces that still need to be put together).

Put your business in the mix – Finally, do not leave yourself out! Have your financial lead generation strategy show where your business can stand in all of this. Will you help them identify indicators as well or would they rather you help them compile and sort the different values to stack?

This might mean getting your lead generation strategy to generate more information but such volume is already in demand when it comes to financial planning in general. It only makes sense that you generate financial planning leads or wealth advisor leads with the goal of understanding your prospect’s understanding of value.